Engaging Through Repetition

Could the content you share too unique?

It’s not a question you’d expect to be asked when it seems that all advice is to keep your content as fresh as possible (especially on social media channels).

But some content can be so fresh that it loses sight of the message your business needs to share.

It could even scare a potential customer away.

It’s natural to assume that repetitive content is boring…

And for the most part, you’d be right.

However, repetitive AND engaging content can exist in harmony.

You just need to choose the right content to repeat.

When somebody visits your website for the first time, it’s your prime opportunity to communicate a message.

You have approximately 5 seconds to do that; otherwise, you risk losing a potential customer to a competitor.

Perhaps your homepage has the perfect copy that instantly grabs a visitor’s attention.

It tells them exactly where they need to be and how you can help them.

You’ve waved a green flag of trust, and their mouse is no longer lingering over the exit button.

What happens when they decide to explore your website further?

Here’s where a lot of website copy stumbles, tripping up a potential customer on their journey with a brand.

If you don’t continue a consistent message throughout the rest of your website, visitors can quickly forget what prompted them to read on.

This is where repetition is golden.

You need to pepper your content with a consistent message so that a visitor is reminded, reassured, and eager to take the next step.

It’s also important to remember that not every first-time visitor will land directly on your homepage.

They could be following a link to your About Page, FAQs, or even a service/product page.

Every single one of these pages needs to reflect a similar message that you have on your homepage.

Repetition builds memory.

When your target market remembers you, you immediately stand out from your competitors when they need what you offer.

Repeating your message throughout your content can also help to guide a visitor towards taking a desired action.

This doesn’t mean you must repeat the same copy on every web page.

You can still share a consistent message while keeping your copy varied and exciting.

You can repeat your message by using different words, expanding on it and delivering extra value.

Is your content lacking repetition?

Is it clear on each important page of your website how you solve problems better than your competitors?

Are you sharing this core message in your emails, ads and social media posts?